Lars, the eldest son of a noble family, is reincarnated into a game world where one's life is determined solely by their "talent." His assigned aptitude is the useless profession of "merchant." At home, he is scorned as incompetent and, through the machinations of his stepmother Olivia, is banished and ordered to clear a dangerous forest. —But in reality, Lars was a master of the useless profession of "merchant" in his previous life, reaching a level of obsession. "If merchants have no human rights, then I'll prove how great merchants are!" He befriends beastmen who also have "no human rights," raises himself and his people, establishes a base in the frontier, and rewrites the world's common sense. A fantasy of rising to the top with a useless profession, combining training and territory management begins!